Summary of Doctoral thesis: Impact of logo and brand name in advertising message on brand awareness of consumers: Empirical research in banking secrtor

The topic is implemented with the objective: Studying the influence of logos and brand names in TQC on brand awareness of consumers in the context of Vietnam. Specifically as follows: Research the theoretical basis of brand awareness, the influence of advertising, messages, logos and brand names, the techniques of using elements in TQC to brand awareness of consumers. Develop a model to assess the impact of logos and brand names in TQC on brand awareness of Vietnamese consumers. Study the impact of adjusting logos and brand names in TQC to brand awareness of Vietnamese consumers, namely repetition, change in size and color...

CHAPTER 1 INTRODUCTION 1.1 Research rationale

The process of brand awareness of consumers has long been a matter of special concern for businesses, scholars and researchers For consumers, brand recognition is an important stage in the awareness process, and the basis for branding to be able to present in the minds of consumers (Howard & Sheth, 1969; Campbell, 1969; Narayana & Markin, 1975) From a business point of view, brand awareness in particular and brand awareness in general of consumers are considered as the result, the efforts of the business to build the brand's “own mark” in the minds of consumers How to use and impactively exploit brand elements in advertising? How can brand elements be combined into advertising message types?, etc are the questions posed to corporate executives In the world, many authors have studied the impact of advertising on consumer awareness such as Engel-Blackwell-Miniard (1968), Mc Guire (1969), Dember (1980), G.Belch (2009), etc Some of the typical authors have opened the study of the impact of elements in advertising messages on consumer awareness such as Claude Hopkins (1923), David Ogilvy (1963), Rossiter and Percy (1978, 1987), Lutz and Lutz (1978), etc All of those studies have made significant contributions However, there is very little research into the impactive use of brand elements in advertising messages, such as repetition, resizing, and coloring and its impact

on consumer brand awareness, especially in the context of research in Vietnam In recent years, the contribution of advertising to businesses, the economy and the society has not been confirmed This situation comes from three basic issues Firstly, in terms of awareness, despite positive changes in the perceptions of researchers, advertisers and regulators of the role and importance of advertising, such changes are still limited Secondly, in practice, Vietnamese enterprises often carry out this activity based on subjective knowledge and experience; they have not properly evaluated the importance of advertising in branding; they have unused factors on brand identity in advertising in a scientific way Thirdly, in theory, in Vietnam, there is a lack of in-depth research into the impact of advertising on consumer brand awareness, particularly on the impact of repetition, size and color of brand identity elements in advertising messages on consumer awareness process Therefore, the topic: “Impact of logo and brand name in advertising message on brand awareness of consumers: empirical research in banking sector” is chosen by the author for the doctoral dissertation

1.2 Research objectives, questions and tasks

recommendations on the use of logo and brand name in advertising messages in the context

of Vietnam

1.2.2 Research questions

The general research question of the dissertation is: How does the use of logo and brand name in advertising messages affect brand awareness of consumers? Specific questions include: How does logo and brand name repetition in advertising messages affect brand awareness of consumers? How does changing logo size and brand name in advertising messages affect brand awareness? How does color change of logo and brand name in advertising messages affect brand awareness of consumers? How do changes in repetition, size, color of logo and brand name in advertising messages affect brand awareness of consumers? How about the role of personal characteristics (age, gender) towards the impact of logo, brand name on brand awareness of consumers?

1.2.3 Research tasks

Carry out a literature review of the awareness process and consumer awareness of brand, the impact of advertising on consumer awareness, messages, logo and the brand name, focus on of methods using factors in the development of advertising messages with impact on brand awareness of consumers; Build research model and research hypotheses with independent variables as repetition of logo and brand name in advertising messages, change in color and size of logo and brand name, and the dependent variable as brand awareness of consumers; design variables in the research model and collect empirical data

in the context of advertising practice in Vietnam (by commercial banks)

1.5 Research methodology

The research process begins with a literature review of theoretical research in the world and in Vietnam, from which theoretical foundations and research model is formed The author selected empirical method, - a relatively common method in the field of advertising research To clarify the impact of repetition and change in size and color of logo and brand name in printed advertising messages on brand awareness of consumers, the author designed some leaflets for advertising with logo and brand name of the commercial bank (assumption) which is adjusted intentionally, then observed the level of public awareness (identity) for banking brand name for each sample and compared designed leaflets The author selected students (third and fourth year) of surveyed universities as this

is a segment of the market in which many banks are focusing on exploitation In addition, students are a convenient sample of the author because the author is a lecturer at the

university, so it is easy to access to students to collection information The author used the Chi-Square and Binary Logistics analysis methods to test the research hypotheses on impact 1.6 New contributions of the dissertation

In theory: The dissertation builds a theoretical model that demonstrates the impact of the use of logo and brand name in advertising messages on brand awareness of consumers Specifically, research findings have shown that repetition, resizing and color use when displaying logo and brand name in advertising messages has a positive impact on brand awareness of consumers; in practice: The results of the dissertation help commercial bank managers in particular and advertising specialists in Vietnam in general to better understand the role and importance of proper use of logos and brand names in advertising messages with impact on brand awareness of consumers; logo and brand name in advertising when adjusting color, repetition and size and will have different impact on consumer brand awareness On the basis of these findings, brand managers in businesses, real-time advertising professionals can find control and coordination methods when using logo and brand name in advertising.to improve the efficiency of building brand awareness of consumers

1.7 Structure of the dissertation

The dissertation is divided into 5 chapters with the following specific contents:

Chapter 1 Introduction; Chapter 2 Theoretical background and literature review of the role of logo and brand name in advertising for consumer awareness process; Chapter 3 Research methodology; Chapter 4 Research results; Chapter 5 Conclusion and recommendations

CHAPTER 2 THEORETICAL BACKGROUND AND LITERATURE REVIEW ON THE IMPACT OF LOGO & BRAND NAME IN ADVERTISING ON BRAND AWARENESS OF CONSUMERS

2.1 Brand awareness of consumers

The process of awareness is defined by Christian (1989) that is the process by which consumers become aware of the marketing environment surrounding them and explain it in their own way in accordance with their frame of reference Henry (1995) has two phases of consumer awareness, namely (1) recognition (retrieval and screening of information needed) and (2) recall (information is stored in memory for use as needed) Engel, Kollat, Backwell (1968) outlined innovations in comparison to previous models, including (1) The variables that affect purchasing behavior are grouped into individual characteristics, environmental environments and the context associated with consumers; (2) The model is built with stages of awareness processes (awareness, attention, knowledge, acceptance, recall); (3) The model that shows the process of consumer buying decisions consisting of five steps: identifying, finding information, evaluating options, purchasing decisions and after-sales responses (Figure 2.1) These studies show that consumer awareness are a

complex process with levels from low to high, and depending on the degree of impact of stimulus, consumers will have changes in the process of cognitive development

Input Information

processing Decision making Affecting factors

Figure 2.1: Process of awareness of consumers

Source: Engel, Kollat, Backwell (1968)

In terms of brand awareness, Engel, Kollat, and Blackell (1968) have identified stages of awareness, attention, knowledge, acceptance, recall, perception, formation of (positive or negative) attitudes The authors affirmed the role and importance of stimulus for brand awareness process and suggested that stimuli awareness is the first step in the awareness process Sharing the same perception on stages on brand awareness process, McGuire (1969) identifies the five stages of awareness process including: awareness-attention-knowledge-accept-recall (Figure 2.2)

Figure 2.2 Stages in the consumer brand awareness process

Source: McGuire (1969) Awareness: William N Dember (1999) considers an individual realizes that there is

an environmental impact, with three levels of stimulation: (1) the minimum level: the intensity of the stimulus is just enough to create perception and initiate awareness process; (2) the maximum level: there is no increase in excitability; (3) degree of difference: these are changes in stimuli that an individual may perceive Attention expresses the ability to

Awareness Attention Knowledg

Memorizing

Information

search

Internal search

Storage

Identifyin

g needs

Buying decision

Informati

on search

Evaluating measures

Conseque nces

Satisfying Dissatisfy

ing

Environment factors

Personal characteristics

process information after individuals recognize the stimulus Knowledge is the interpretation of the meaning of the stimulus, made primarily by the individual comparing the stimulus with the information stored in his memory There are three steps in the process

of knowledge: (1) stimulus classification; (2) explanation of stimulus (based on the concept available in memory); (3) organizing and arranging the stimulus (newly processed) Accept means an individual can understand the stimulus Recall, which is the final stage of the awareness process, is known as the activity of storing stimulus information into consumer memory In summary, the studies of authors such as Piaget, Werner and Kaplan (1963), Engel, Kollat and Blackell (1968), Duval, Shelley, Wicklund and Robert (1972), Lane, Richard, Schwartz & Gary (1987) , Christian (1989), etc and especially McGuire (1969) have made some important conclusions (1) consumer awareness is a process consisting of many stages (2) the first stage in the awareness process is recognition, which is a special stage, because it is the basis for consumers to operate the next stage; (3) the final stage is recall; (4) stages occur only when the consumer receives sufficient stimulus and acquires new information

Table 2.1 Studies on awareness and consumer awareness process

Authors

Awareness process

Engel-Kollat-Blackell (1968) Dussart Christian (1989)

Duval, Shelley, Wicklund and Robert A (1972), Assael Henry (1995)

McGuire (1969)

Cognitive level Recognition

Attention Knowledge

Physical contact Psychological contact Recognition Attention

Knowledge Emotional level Accept Individual emotions

Source: Collected by Author

In studies of consumer awareness process, McGuire's (1969) study was the most widely acknowledged research for scientifically validating, analyzing, and explaining this problem in a clear and specific view of the process of consumer awareness

2.2 Impact of advertising on brand awareness of consumers

Stokes (1985), Rossiter and Percy (1987) have demonstrated that advertising is an activity that helps to create a brand in consumer awareness Meanwhile, Keller (1993) suggested that there is a positive relationship between brand awareness and visual elements such as advertising image Donthu, Cherian, and Bhargava (1993) have shown that ads have

a certain impact through ad placement Frances and Vriens (2004) point out that the impact

of advertising will vary according to the level of exposure, the motivations of consumers, and in particular the involvement of brand elements in advertising Lehnert, Till, and Carlson (2013) point out that innovative advertising messages have a positive impact on consumer awareness and brand recall Sawant (2012) explores the role of elements in advertising messages, demonstrating that there are two factors that are the prominence of the brand and the way in which brand elements are used in advertising messages Steeburg

(2012) argues that new advertising messages will have a positive impact on consumer awareness Fidelis (2016) examines the impact of gender on the recognition and recall of consumer brands Raziq et al (2017) found a relationship of skepticism and brand image chains from advertising Luu Van Nghiem (2010) analyzes the impact of advertising on the public and its impact on socio-economic life in Vietnam Duong Thi Bach Kim (2010) studied the impact of population communication on parishioners, which demonstrated advertising and propaganda as two important activities in creating change in awareness and behavior of the subjects Vu Minh Duc (2011) argues that the development of advertising messages includes message content, message language and message form

2.3 Advertising message, logo and brand name

2.3.1 Advertising message

Advertising message concept: Advertising message is the core element of advertising, reflected through words, images, sounds, etc (Akhilap, 2016) According to Belch (2010), advertising message is a system of stimulants used in advertising Thazhakkal (2016) stated that advertising message is the focal point that consumers will notice through words or images Advertising message structure: According to Akhilap (2016) the structure of an advertising message consists of Title (word or image); Content expressed in words, images

or sounds with value propositions; Slogan expressed through words, brand name, expressing the differences to help brand positioning with the involvement of brand awareness factors Thazhakkal (2016) again divided the structure of advertising message into three groups: (1) stimulants; (2) value proposition; (3) slogans and brand elements Rossiter and Percy (1978, 1990) argue that the structure of an advertising message is divided into two groups: words/letters; Art as image; Brand elements (logo, brand image, color, brand name); Text & audio The authors also have a different way of dividing advertising message as visual and verbal (Figure 2.4)

Figure 2.4 Advertising message structure Source: Rossiter and Percy (1978, 1990)

In summary, the typical advertising message structure includes: (1) Written or spoken language, brand name, message content; (2) Image as character image and

Visual image reflection

Message awareness

Verbal message recognition

Positive / Negative

Positive/

Negative

Cognitive and emotional aggregation (attitudinal reinforcement)

Additional images: personal photos, visual images Next response

Additional words:

emotional response

background, brand logo; (3) colors, including brand identity color; (4) Sound, for example, brand music In addition, the structure of the message depends on the placement of the message components in space, time, and means

2.3.2 Logo and brand name

According to Zajonc et al (1972), logo is a simple visual factor to achieve specific communication goals Sharing the same view, Wheeler (2009) claims that a logo is a visual sign of a brand According to Moore (2011), logo is a visual graphic form that is designed

to incorporate character patterns, logos, or branding expressions that display brand personality Neumeier (2010) claims that brand name includes meaningful terms Bornstein (1989) defines a brand name as a part of a brand that includes words able to be read and written in the name of a product, service, or company Kotler and Arthur (1998) propose a broader concept which conceives that a brand name is a term, or a combination of a term with a sign or a symbol As for Aaker (1991), brand name is a fundamental element of a brand

2.4 Methods and techniques for developing advertising messages with impact on brand awareness of consumers

2.4.1 Use of Image factor

According to Toglia and Battig (1978), Pezdek and Evans (1979), images are visual elements that relate to people, objects or places Paivio (1971) showed the substitution for word (text) of image; and the ability to replenish and repeat of image Shepeard (1967) demonstrated the impactiveness of creating awareness depending on the method used in advertisement Ogilvy (1963) has shown the influence of image through its reflection form Wright (1979) has shown some ways of combining image and word in advertising messages

to help consumers with their brand awareness Bruce & Young (1986) developed the brand awareness model through distinctive images Kim, Min Seo and Chang (2017) said that it is more impactive through contextual advertising In contrast to the above studies, Kosslyn (1980) focuses on clarifying the relationship between the size of timage in advertising messages and brand awareness of consumers Percy and Rossiter (1983) investigated the impacts of two variables related to image presentation in advertising: image size and color Rik Pieters, Michel Wedel (2004) demonstrated the size of brand directly corresponds with the ability to recognize and pay attention to consumers Adomaitis and Johnson (2008) analyzed their psychological responses to the use of images in advertising Anna Watson, Natascha Katharina Lecki and Mohamed Lebcir (2015) have discovered the role of image size and the extent to which brand awareness affects different groups of people

2.4.2 Use of color

Wilson, (1966) said that color is thought to be the human brain's response Dooley and Harkins (1970) demonstrated the impact of color on emotional transmission Percy & Rossiter (1983) argue the response to brand Thilakarathne (2015) has proven that color is a factor that is capable of producing a very strong visual appeal Singh (2006) suggests that color enhances the consumer's ability to aware and recall the brand Steven Bleicher (2010)

argues that color is a factor that affects awareness and recall in different contexts Räisänen and Jauffret (2017) regard color as a symbolic symbol for the recipient Hussain and Nizamani (2011) argue that size, location and color are the most influential factors for brand awareness Panigyrakis and Kyrousi (2015) confirms the impact of color on attention and recall of consumers in different advertising contexts

2.4.3 Use of language (words)

Hirschman (1985) points out that language in advertising is an important factor in generating positive consumer awareness and emotions Piller (2003) argues that language is

an important factor in message that affects consumer awareness Bruthiaux (2005) argues that language has the capacity to motivate and persuade the object directly and strongly through various forms and in different contexts Harris et al (2012) use language in advertising to influence brand awareness and recall of consumers Noriega and Blair (2008) may use words as a strategic tool to influence consumer awareness and behaviors Domzal, Hunt & Kernan (2015) use special words that increase public awareness and recall In Vietnam, some authors, such as Dinh Kieu Chau (2011), Bui Diem Hanh (2013), Tran Thi Hien (2012), also studied the language of communication and demonstrated the influence of language on consumer awareness, especially in social media

2.4.4 Use of music

Morris & Boone (1998) argue that music affects awareness and emotional response

of consumers Harker (1994) points out that branding enables consumers to recognize brands faster According to Stout & Leckenby (1988); Gorn (1982); Park & Young (1986), music creates awareness and recall of consumers towards the brand Stout & Leckenby (1988) also found that music was a branding sign in advertising messages that affected consumers at different stages Lantos and Craton (2011) argue that the impact of music on brand awareness and attention depends on different conditions Hollebeek, Malthouse, and Block (2016) point out that music is an important element of consumer attention, helping them recognize brand identity and enhance communication Clynes & Nettheim (l982); Alpert & Alpert (l990) Zimny and Weidenfeller (1961) found a relationship between music and emotional responses Rossiter & Percy (1991) argue that music in advertising affects all stages of consumer awareness

2.4.5 Use of logo, brand name

Brand logo is a visual factor, a basis for identifying and distinguishing brands and products (Herr et al., 1996) Logo is the only basis for identifying distinct advantages of brand in consumer awareness (Aaker, 1991) According to Henderson and Cote (1998), distinctive logo helps to rekindle the sense of familiarity and brand awareness, etc Brand name is also an important factor in recognizing and recalling brand in advertising (Keller, Heckler and Houston, 1998) According to Marjit (2007), brand name makes it easier for consumers to recognize and distinguish a business from its competitors Park et al (2013)

have demonstrated the positive impact of logo and brand name on advertising to brand awareness

2.4.6 Some techniques to adjust the factors used in advertising messages

Nordhielm (2002) shows that when stimuli occur once in a message, the level of awareness of consumer is low; when stimuli appear twice in a message, the level of awareness of consumer is higher; but when stimuli are increased 03 times or more, they may create a negative reaction of consumers Janiszewski and Meyvis (2001) have shown that consumer awareness will increase with the use of appropriate stimulation repetitions, and that familiar logos are more quickly recognized by consumers Pracejus (1972, 1995) reacted to an unfamiliar brand when changing frequencies Brett A.S Martin, Vicky Thuy-Uyen Le Nguyen, Ji-Yeon Wi (2017) demonstrated the repeat of advertising messages helps consumers have the higher ability to recognize the brand

2.4.7 Overview of theoretical issues on methodologies and techniques using factors in the development of advertising messages

Methods and techniques to use image in building advertising messages: use image in combination with language (word and text); use distinctive image; image size; use project brand image Methods and techniques for using color in building advertising messages: Use physical impact of color; Use colors in different contexts; Methods and techniques for using words in the development of advertising messages: use literary forms: Studies have proven that different types of literatures in advertising messages have different impacts on the perceptions and feelings of consumers; use contextual text; use bilingual language Methods and techniques of using music in building advertising messages: compare music; use brand name music Methods and techniques of using logo & brand name in building advertising messages: use visual signs; use distinctive signs; use signs combined with information on benefits Methods and techniques for adjusting the design of elements in advertising messages: frequency (number of times) of repetition; repetition time; changing frequency of repetition; repetition of advertising messages

2.5 Research gap, hypotheses and model

2.5.1 Research gap

Firstly, the theoretical studies of brand awareness, the relationship between brand awareness and advertising, typically by Engel, Kollat & Backwell (1968), McGuire (1969), William N Dember (1999), etc has proven that awareness is the first stage, and the critical stage affecting subsequent stages of consumer brand awareness; Secondly, advertising has had a great deal of research with different approaches, typical authors such as Stokes (1985), Rossiter and Percy (1987), Frances and Vriens (2004), Lehnert, Till and Carlson (2013), etc.; this is an intriguing subject that does and will continue to be the topic studied by the authors; Thirdly, the research focuses on various theoretical areas such as research on advertising messages and design of advertising messages, typical authors such as Belch (2010), Akhilap (2016), Thazhakkal (2016), etc., which hereafter continuity is considered to

be a fascinating field studied by many authors; Fourthly, with regard to the design of

advertising messages, typical writers such as Toglia and Battig (1978), Pezdek and Evans (1979), Seitz & Johar (2013), Kim, Min Seo & Chang (2017), etc This is also considered as

an interesting research topic which will continue to be studied According to the overview

of studies on the above issues, the dissertation shows the following research gap: Methods and techniques to design advertising messages: most of the authors focus only on technical studies such as repetition, size, etc There is very little research into the methodology and technique of combining repetition, color and size of brand elements in an advertising message, thus greatly limiting the impactiveness of the advertising message to brand awareness of consumers; brand factor in advertising messages: Few researches incorporate brand elements in advertising messages and their impact on brand awareness It is therefore difficult to exploit the impactiveness of brand elements in brand that affects brand awareness of consumers; brand awareness: Few studies focus on the impact of advertising

on consumer brand awareness while recognizing the brand is the first stage in the awareness process Therefore, it will be difficult to point out the impacts of advertising design methods and techniques on each stage of the project and it is difficult to propose concrete applications in practice Research in Vietnam: Discrete and traditional research studies, with very few in-depth studies exploring the impact of brand elements on advertising messages, while these are meaning and very practical subject-matter studies Therefore, studying the impact of logo and brand name in advertising messages, especially logo and brand name adjustment method/technique in advertising messages for consumer brand awareness in the context of commercial banking sector in Vietnam, can be a research gap that has both scientific and practical meaning

2.5.2 Research hypotheses:

H1: Logo & brand name color: advertising message with colorful logo & brand name will increase consumer brand awareness compared with advertising message with black and white logo & brand name; H2: Logo & brand name repetition: advertising message with logo & brand name repeated 02 times will increase consumer brand awareness compared with advertising message with unrepeated logo & brand name; H3: Logo & brand name size: Advertising message with large logo & brand name will increase consumer brand awareness compared with advertising message with small logo & brand name (50%); H4: Combination of color and repeat: Advertising message with colorful and repeated logo & brand name (02 times) will increase consumer brand awareness compared with advertising message with black & white and unrepeated logo & brand name; H5: Combination of size and repetition of logo & brand name: advertising message with large and repeated logo & brand name (logo and brand name appear twice in an advertising message) will increase consumer brand awareness compared with advertising message with small and unrepeated logo & brand name size (50%) (logo and brand name appear once in an advertising message); H6: Combination of color and size of logo & brand name: Advertising message with colorful and large logo & brand name will increase consumer brand awareness compared with advertising message with black & white and small logo &

brand name (50%);H7: Personal characteristics (gender, age) regulate the impact of logo

& brand name in advertising messages on consumer brand awareness

2.5.3 Research model

Source: Author's design for thesis study Figure 2.5 Official research model

Source: Author's design for dissertation study

Thus the research model of the dissertation consists of three main groups of variables: (1) Independent variables: color, repetition and size of logo and brand name; combination of color and repetition of logo and brand name; combination of repetition and size of logo and brand name; combination of color and size of logo and brand name; (2) Dependent variable: brand awareness of consumers; (3) Moderating variable: Personal characteristics (gender and age)

SUMMARY AND CONCLUSION OF CHAPTER 2

In Chapter 2, the author gives an overview of the basic theories that help the author identify gaps to formulate the formal research model of the dissertation The hypotheses of research on the impact of repetition, color and size of logo and brand name (independent variables) on brand awareness (dependent variable) of consumers

CHAPTER 3 RESEARCH METHODOLOGY 3.1 Research process and methodology

3.1.1 Overall research process :

Brand awarenes

name

H1

Personal characteristics

H3

H2 H6

H4

H5 H7

The whole research process is carried out in the following order:

Figure 3.1 Research process

Source: Designed by Author 3.1.2 Empirical research methodology:

To test hypotheses, the author selected empirical research methodology According

to D.G Kabe & A.K.Gupta (2007), empirical research is the method of collecting information that is well suited to research on advertising According to Steve Miller (2005) empirical research is the scientific method through which procedures are used to evaluate theory in a controlled context The empirical research methodology is in line with the research objectives of the dissertation It is to change the structure of advertising message and to look at the response of the audience, thereby deepening the relationship between nature, identifying the rules, detecting the components and mechanisms

3.2 Selection of research context

3.2.1 Overview of commercial banks in Vietnam

- Choosing the context of leaflet advertising for commercial banking services

- Designing banking & brand name (assumption)

- Designing patterns (variants) of advertising messages

in which logo and brand name is adjusted

- Designing brand identity board

- Advertising message, logo & brand name

- Methods and techniques for building advertising messages with impact on brand awareness of consumers

Testing hypotheses

Conclusion and

recommendations

In the world, commercial banks have been formed and developed for hundreds of years associated with the development of commodity economy In Vietnam, the banking sector was established in 1951 In recent years, facing up with international economic integration, the banking system has developed rapidly and has become an important financial institution of the national economy

3.2.2 Advertising activities of commercial banks in Vietnam

In recent years, many commercial banks in Vietnam have paid much attention to this activity However, because there is no scientific basis, few Vietnamese commercial banks carry out this activity in a simple manner, even if consumers have a negative reaction to the use of logo and brand name in inadequate advertising With these assessments, commercial banking is a suitable context for the author to conduct empirical research on the impact of the use of logo and brand name in advertising messages to brand awareness of consumers 3.2.3 Role of logo in advertising of commercial banks in Vietnam

Logo and brand name have roles in advertising such as: Representativeness; Applicability; Repeatability; Reflecting and maintaining brand identity; Invisibility; Competitiveness; Brand protection

3.3 Design of research variables and scales

3.3.1 Independence variables: Advertising leaflets for banking services with adjusted logo and brand name

To ensure objectivity in research, the author chose to create a hypothetical bank, with logo and brand name that had never appeared, and designed: (1) preliminary design: advertising leaflets; assumed logo; assumed bank name The author designed the leaflets for this service Design adjustment: Consultation of experts Based on the review of the context, research objectives, expert consultation, relevance, pragmatism and objectivity, the formal design was proposed out In addition, the banking service chosen for advertising is loan for study abroad, a service addressed to students and parents Moreover, when adjusting the size of logo and brand name, the author chose a small size equal to 50% of full size

Table 3.4 Encoding of advertising leaflets

LEAFLET

Logo and brand name

Size of 100% Small (50%) size Size 100% of Small (50%) size